Valmont Cosmetics is an extended standing skincare model that’s constructed on a basis of experience, particularly in Swiss mobile cosmetics. The model is thought for providing top quality, excessive finish, and efficient anti-aging merchandise.
Whereas the model was based over 35 years in the past and has constructed up a loyal client following, it not too long ago determined to put money into influencer advertising with a view to develop its attain. Provided that the model spans many alternative giant markets, together with North America, Europe, and Asia, it introduced on Traackr to assist its groups set up, handle, and optimize its influencer advertising packages. Previously 12 months, Valmont Cosmetics has utilized quite a lot of influencer advertising methods however has been significantly targeted on enhancing its influencer product seeding campaigns.
Within the article under, Corina Stan Eriksson, social media and influencer advertising supervisor at Valmont Cosmetics shares how the model has utilized Traackr’s influencer advertising platform to enhance its influencer product seeding campaigns.
3 Methods Traackr Helps Valmont Cosmetics Run Environment friendly Influencer Product Seeding Campaigns
Influencer Discovery and Vetting
“Discovering high influencers was once a tougher course of — our groups would spend plenty of time looking out straight on every social platform, digging for information, and aligning on which influencers to pursue. Traackr’s influencer advertising platform helps us rapidly discover the suitable companions by offering us with efficiency metrics, viewers demographics, and content material key phrase search capabilities.” — Corina Stan Eriksson, Social Media and Influencer Advertising and marketing Supervisor at Valmont Cosmetics
Discovering high influencers remains to be a problem for a lot of manufacturers. In reality, 81% of entrepreneurs reported that discovering the suitable influencers is among the major boundaries to constructing a profitable influencer program.
Because of this Valmont Cosmetics determined to make use of Traackr’s influencer advertising platform to seek out and vet potential influencer companions. The model targeted its search on two classes of influencers:
- An aesthetic class, that focuses on companions whose content material aligns with the model’s particular picture and tone. This often consists of way of life and sweetness influencers, UGC creators, and entrepreneurs.
- An academic class, that focuses on companions whose content material supplies training and experience within the magnificence business. This often consists of professionals comparable to skinfluencers, facialists, make-up artists, and esthetician docs.
Utilizing Traackr’s influencer advertising platform, the Valmont Cosmetics staff was capable of finding influencers inside these classes by:
- Looking via previous influencer content material for related rivals, subjects and hashtags
- Refining their search with influencer standards comparable to job title, gender, location, language, platform, follower rely, and engagement price
- Filtering their search with viewers demographics comparable to age, gender, language, ethnicity, location, pursuits, and model affinity
Not solely did this course of make the staff’s search simpler, it finally saved them time! (Should you’ve ever needed to seek for influencer companions straight on a social media platform, then simply how irritating and time-consuming this may be).
Influencer Outreach and Relationship Administration
“Provided that our model produces luxurious merchandise with distinctive elements and patented applied sciences, we select to not interact in mass influencer product seeding campaigns. As a substitute, we handpick every potential associate and solely attain out to those that we really feel assured can be a great match for our model and have excessive potential to actually love our merchandise.” — Corina Stan Eriksson, Social Media and Influencer Advertising and marketing Supervisor at Valmont Cosmetics
It’s no secret that influencer product seeding — if not accomplished rigorously — can result in plenty of time and product waste. In reality, Traackr’s latest State of Influencer Product Seeding report discovered that 65% of entrepreneurs responded that their model will ship product to an influencer, even when they didn’t submit after receiving a present.
Because of this subtle manufacturers like Valmont Cosmetics strategy influencer product seeding otherwise. As a substitute of aiming for quantity (or sending out to the most important record of influencers potential), the staff makes use of Traackr to pick out sure influencers and create personalised emails, UTMs, and briefs.
As soon as the Valmont Cosmetics staff established its small, focused record of influencers, they then use Traackr to:
- Phase influencers by customized teams (keep in mind these two classes we talked about above?). This not solely helps them perceive which influencers had been earmarked for which classes, it additionally helps them perceive how the classes carried out towards one another.
- Handle relationships and outline workflows. Determining who owns what on a mission could be messy, particularly with a busy staff. With Traackr, the Valmont Cosmetics staff was capable of assign relationship possession to people, use relationship levels to align their groups on the progress of every influencer, outline engagement workflows, and assign assessment statuses to obviously talk who’s aligned and who’s not.
- Streamline communication and collaboration. Traackr enabled the Valmont Cosmetics staff to create templated, customizable emails for his or her influencers, simply talk objectives and expectations for the marketing campaign, and handle inner duties (like who’s in control of sending out merchandise to influencers).
Beforehand, all of his work had been accomplished via a sequence of instruments (spreadsheets, paperwork, and emails and DMs unfold out throughout totally different platforms). Whereas this isn’t unusual within the influencer advertising area — a latest survey discovered that 56% of entrepreneurs nonetheless use spreadsheets to handle their influencer product seeding campaigns — it might probably find yourself being extremely exhausting to handle!
Professional tip: Minimize the forwards and backwards by letting your creators choose their most popular merchandise! With Traackr’s Shopify Integration, you’ll be able to seamlessly combine and automate product achievement together with your influencer advertising workflow.
Influencer Product Seeding Marketing campaign Reporting
“The Model Buzz characteristic in Traackr has been significantly fantastic for our staff. It permits us to see all content material produced by all of our influencers throughout campaigns. Earlier than, we used to manually search for and save mentions on our telephones… now we will see the whole lot in a single place.” — Corina Stan Eriksson, Social Media and Influencer Advertising and marketing Supervisor at Valmont Cosmetics
Probably the most tough issues about influencer product seeding campaigns is monitoring success. Provided that there is no such thing as a assure that an influencer will submit, it’s typically a busy scramble to seek out and log influencer mentions as they arrive in.
Because of this Corina and her staff liked utilizing Traackr’s Model Buzz characteristic, which routinely pulls in influencer content material and mentions from campaigns. Along with automating influencer content material gathering, and storing them in a centralized place, Traackr additionally offered Corina and her staff with related information for his or her marketing campaign reporting. Particularly for influencer product seeding campaigns, the staff pulls statistics like:
- Variety of lively influencers
- Variety of mentions
- Examples of finest performing content material
- Benchmarks towards aggressive manufacturers
Professional tip: Desire a shortcut for pulling collectively your report on your subsequent influencer advertising marketing campaign? Right here’s a free template.
What’s Subsequent for Valmont Cosmetics?
The staff has seen good outcomes to date, so it’s persevering with to ramp up its influencer product seeding and sponsored content material campaigns. The subsequent problem that the staff is planning to sort out — they need to launch influencer affiliate packages!
If you wish to keep updated on the unimaginable work that Corina and her staff are doing at Valmont Cosmetics, comply with the model on Instagram @valmontcosmetics.
